Fast Movers SA 2010
Issue No. 52 - April/May 2010
Finance sector drives Nicknack growth
Strategic branding agency Nicknack is undergoing significant growth in the finance sector, spurred on by series of high-profile clients.
Since Nicknack moved to Adelaide in 2000 it has been recruiting to accommodate project work on well recognised brands from its custom-built CBD studio.
Nicknack made its name on the Nike athletics ware account globally. Other international clients include Sesame Street and Getty Images, while local names include the SA Government and Adelaide Fringe Festival.
“We have now found a niche in the financial industry as institutions look to connect with their audience and stakeholders more than ever before,” General Manager, Bronwyn Drew says .
Nicknack’s key financial client, Rural Bank, formerly Elders Rural Bank, underwent a major rebranding phase and a focused marketing campaign last year.
“This has been a highly important project for Rural Bank to ensure the new name and branding reflects and respects it majority agribusiness client base,” Bronwyn says. “Our ability to understand complicated financial business models and products, create brand relevance and connect with audiences has led to success for Rural Bank and other financial clients.”
Nicknack took an integrated approach to rebranding Rural Bank, from establishing a new visual identity from the logo and website to communications materials and documents. The identity has flowed through to the TV commercial and press advertising campaign introducing the new brand. Feedback from Rural Bank customers and stakeholders has been positive.
“The Rural Bank brand reflects the positive future and strong growth prospects within agribusiness, which has instilled confidence in its key audiences,” Bronwyn says.
General branding principles apply to financial sector enterprises like any other. Creating differentiators and building the brand around them; developing a unique positioning; designing communication that resonates...